There are quite a few metrics you can use to quantify the success of a Facebook ad campaign.
It really depends on your objective.
Impressions might be important for a brand awareness campaign, but if your goal is to get someone to buy a product, they're really not.
The same goes for click-through rates and other core metrics.
So you really need a clear objective.
What is your ad trying to accomplish?
Most people end up running multiple ad campaigns, sometimes simultaneously, that are geared toward different goals.
Facebook has a helpful feature called Facebook Insights that you can use to tweak different variables and try different strategies.
In a recent blog post, AdEspresso explains how you can use Facebook Insights to refine your ad campaigns.
How to Use Facebook Insights To Make Better Ads
Your ad campaigns need a clear objective so that the metrics have a meaning.
If you’re not clear on what you want the outcome to be, it doesn’t matter how good the audience insights look.
The insights don’t really tell you anything or give a clear indication of what you can do to have a big impact with future campaigns.
Facebook Ads Manager lets you create lots of campaigns, which means you can choose more than one objective.
This depends on the products and services you’re advertising.
For example, objectives are grouped by awareness, consideration, and conversion. If you’re keen to improve awareness, start with that category and create ads that focus on brand awareness and reach.
Once your ads are up and running, you can track additional metrics to get a more in-depth look at how people are responding.
[image source: AdEspresso]
Click the columns button in the Campaigns tab to access different report types which will showcase different metrics.
You can even customize the reports so that you see exactly what you need in order to make decisions.
[image source: AdEspresso]
Next, use your ad sets to create different versions of your ads by tweaking things like the audience, placement, and scheduling.
Once you have a few different ads sets ready to go, use Facebook Page Insights to track them.
The data you get from the insights will help you build an advertising strategy that maximizes your ads reach and uptake.
The great thing about Facebook ads is that the analytics are very flexible.
If you can think of a scenario you’d like to test, chances are you’ll find the reports and metrics to help.
Keep testing variations until you find the right ad set that maximizes how your ads perform.
You can find more information about understanding Facebook metrics in the full post from AdEspresso.
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